Does It Make Sense to Plan First Comments for Posts? A Look at the Facts vs. Myths

In social media marketing, there’s an ongoing debate about whether brands should plan and schedule first comments along with their posts. Some marketers swear by the tactic, claiming that leaving important information or links in the first comment boosts organic reach and engagement. Others argue that this strategy is rooted in myths about how social media platforms rank content.

So, does planning a first comment make sense, or is it just another social media myth? Let’s dive into the facts, explore the benefits, and debunk the misconceptions surrounding this practice.

The Origins of the First Comment Strategy: The Myth of Organic Reach Suppression

The idea behind placing key information or links in the first comment rather than in the post itself stems from the belief that social media platforms, particularly Facebook and Instagram, suppress the reach of posts that include external links. The theory goes that platforms want to keep users on their app or website, so posts containing links to external sites (like blogs, e-commerce pages, or YouTube videos) are penalized by the algorithm, resulting in lower reach.

Marketers who subscribe to this belief argue that by leaving the link in the first comment, they can “trick” the platform’s algorithm into giving their post more reach. But is this true?

What the Platforms Say: No Evidence of Suppression

Neither Facebook, Instagram, nor LinkedIn have officially stated that placing links in the body of a post results in reach suppression. While it’s true that social media algorithms prioritize content that keeps users engaged on the platform, there’s no direct evidence that including a link within a post leads to a penalty in organic reach.

Some studies and social media experts argue that posts with links perform differently than posts without, but the performance variations could be influenced by factors like:

• Content type: Posts without links might perform better because they’re more engaging, not because the link itself is penalized
• User intent: Users might engage less with posts containing external links if they’re not ready to leave the platform, leading to lower engagement, which can reduce reach

In summary, while the algorithm may favor content that promotes longer user sessions, there’s no hard data proving that external links themselves are penalized when included directly in posts. The belief that you should always leave the link in the first comment is not backed by platform documentation or clear evidence.

The Practical Benefits of Planning a First Comment

Although the reasoning behind the practice might be flawed, there are still practical benefits to planning and scheduling the first comment for your posts. Here’s why it might make sense in certain cases:

1?? Expanding on Your Post Without Cluttering It

Sometimes, social media posts are more effective when they are clean and concise, without too much text or too many details that can overwhelm the audience. In these cases, planning a first comment allows you to include:

• Additional context or details that didn’t fit into the post
• Follow-up information such as pricing, availability, or FAQs
• Calls-to-action or links that encourage users to engage further, without cluttering the initial post

By separating the main message and follow-up information, you can keep your post visually engaging while still delivering the details in a structured way.

2?? Increasing Engagement Through Conversation

One often overlooked benefit of planning the first comment is that it starts a conversation on your post immediately. Platforms like Instagram and LinkedIn prioritize posts with early engagement, and adding a comment right after posting signals to the platform that interaction is happening, which can lead to higher visibility in users' feeds.

When you plan your first comment, you’re:

• Kicking off engagement early, making it more likely that others will join the conversation
• Encouraging users to add their own comments or reply to yours, boosting interaction
• Keeping the post active in the algorithm, as platforms may reward posts with steady engagement over time

3?? Highlighting Key Information in a Sequential Format

Another benefit of the first comment strategy is that it allows you to create a structured, sequential flow of information. This can be particularly useful for:

• Announcements or launches, where the initial post teases the big news and the first comment delivers more detail
• Step-by-step guides or tutorials, where the post introduces the topic and the first comment includes a breakdown or next steps

This structure can increase user engagement, as it encourages users to follow the post-to-comment flow for more information.

Myth vs. Reality: Is Planning the First Comment Always Necessary?

1. Does it Boost Organic Reach?

There’s no conclusive evidence that placing a link in the first comment boosts reach compared to placing it in the post itself. The performance of your post will depend more on the quality of the content, the relevance to your audience, and how engaging the post is overall.

While planning a first comment might increase engagement in certain contexts, relying on it solely to increase organic reach isn’t a foolproof strategy. Instead, focus on creating content that drives conversation and value.

2. Does It Help Avoid Algorithm Penalties?

The idea that algorithms punish posts with links in the main post body is more myth than reality. While it’s true that social media platforms want to keep users engaged, there’s no official documentation from platforms stating that external links are penalized.

Therefore, planning the first comment to avoid algorithm penalties isn’t necessary. It’s better to place the link wherever it makes the most sense for user experience and engagement whether in the post itself or in the comments.

When to Use (and Skip) the First Comment Strategy

Use It When:

• You have additional context or follow-up information that’s too long for the main post.
• You want to initiate engagement immediately by adding your own comment and encourage further discussion.
• The platform or post format benefits from a cleaner, more focused post, with extra details delivered in the first comment.

Skip It When:

• Your main goal is simply to include a link or key detail there’s no proven need to place it in the comments to boost reach.
• The post is self-contained and doesn’t require additional explanation, in which case adding a comment may not be necessary.
• You believe the myth of reach suppression focuses on content quality and engagement rather than trying to “trick”.